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چکیده
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Abstract Oil revenues reliant of Iran's economy and the impact of politicala nd economic issues caused vulnerability of the economy. One way ofd ealing with this challenge is to develop new products that while thed omestic economic recovery will boost non-oil exports. Medicinal and or-n amental plants are one of the most valuable resources in a wide range ofn atural resources in Iran In the case of scientific knowledge, cultivation, de-v elopment and proper utilization, can play an important role in public healtha nd employment and increase of non-oil exports. In this regard, important,t his study explores strategies of gaining a competitive advantage of medicinalh erbs in Ilam province based on the strategy of focusing on customers andm arkets. This research, in terms of purpose, is applied and in terms of thep aradigm is mixed (qualitative - quantitative). In the quality section theD elphi method and in a quantity section the Analytic Hierarchy Process hasb een used and the population in quality part was marketing experts, entre-p reneurship and herbs in Ilam province that 12 patients were selected basedo n using purposive sampling method, and in the Medicinal and ornamentalp lants section the number of 33 cases were detected which were census. Ther equired data were collected using a paired comparison and by using thes oftware Expert Choice11 were analyzed that the results showed, in additiont o all identified solutions in the Medicinal and ornamental plants contributet o competitive advantage, Identify the strengths and weaknesses of competitors, play the most important role in Ilam province and in the advantage of delivering medicinal plants.
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